A satirical Netflix series meant to spoof the underbelly of Bollywood has, in a twist of irony, become a prime vehicle for major advertising campaigns. The show in question is 'Ba***ds of Bollywood,' whose cultural impact has extended far beyond streaming screens into the world of marketing. Brands are now actively mining the show's viral moments and memes to create campaigns that resonate deeply with its massive fanbase.
From Viral Scene to Ad Campaign: The Spotify Wrapped Twist
The trend took off with a specific, memorable scene. In the series, the character Parvaiz, played by Raghav Juyal, attempts to impress actor Emraan Hashmi with a deliberately off-key rendition of the classic song 'Kaho na kaho.' This homage to Hashmi's 'serial kisser' persona exploded online, becoming a meme sensation.
Capitalizing on this success, Hashmi and Juyal recently reunited for Spotify's annual Wrapped feature campaign. The ad cleverly inverts the original dynamic. This time, Juyal's character gets to turn the tables, asking Hashmi to step aside as he poses for photographers. The spot concludes harmoniously with Juyal singing another tribute, 'Tu hi meri shab hai,' which he claims is his top song on his personal Spotify Wrapped.
The campaign's genius lies in its insider appeal. Only viewers who watched the show and participated in the subsequent memefest will fully grasp the ad's layered humor. This raises a compelling question: has the Netflix series become such a dominant phenomenon that brands are now using its in-jokes for mainstream marketing?
Beyond Music: Vaseline Taps Into On-Screen Chemistry
The advertising pull of 'Ba***ds of Bollywood' isn't limited to one brand. Raghav Juyal and his co-star Lakshya Lalwani also feature in another campaign for Hindustan Unilever's Vaseline. This ad is replete with references to the show, particularly the strong friendship between their characters, Parvaiz and Aasmaan.
The marketers drew a parallel between this unbreakable bond and the relationship between two skincare actives—Ceramides and Hyaluronic Acid. The narrative suggests that just as the characters' friendship is pivotal, so is the combination of these ingredients in helping Vaseline keep skin moisturized, even in harsh winter conditions.
A Lasting Cultural Impact
The obsession with 'Ba***ds of Bollywood' shows no signs of fading. Evidence of its enduring popularity is seen in the success of the track 'Duniya haseenon ka mela,' which plays a pivotal role in the show's plotline. The song has been racking up millions of views online, proving the series' sustained influence.
This trend signifies a shift in advertising strategy. Brands are moving beyond generic celebrity endorsements to tap into specific, cult-like fan communities built around digital content. By leveraging pre-existing viral moments and inside jokes, advertisers create a sense of shared understanding and cleverness, making their message more memorable and effective for a targeted audience. The memefest that began on social media has now officially entered the commercial mainstream.
